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Print Yellow Pages remain key for local businesses seeking qualified sales leads from ready-to-buy consumers. The Local Search Association's media usage study, conducted by Burke, finds that two-thirds of U.S. adults use print Yellow Pages. But as the local media mix has diversified, so has usage. Today, consumers consult multiple sources of local information before buying a product or service.

New Look With a Familiar Touch

The Association's new logo incorporates a clean and modern design with a nod to the strong connection advertisers and consumers have with the Yellow Pages' iconic walking fingers. The fingers have been given a more movement-oriented touch and dropped into the Local Search Association name, signifying Yellow Pages' integral role as part of local search.

"Many of our member companies include the walking fingers on a diverse set of brands, so we did not feel we could walk away from our heritage because in many ways it's our future," said Norton. "Whether you are a Yellow Pages publisher or a pure digital player, the fingers have always represented the idea that if we make it simple for consumers to find and select a local business, our advertisers will win and we will be successful."

Under the new brand identity, the Local Search Association will transform its member services, which include everything from media usage reporting, business networking opportunities, and educational programming. The Local Search Association's inaugural event will be its annual conference – themed "Search Starts Here" for 2011 – in
Las Vegas. Keynotes speakers include executives from Facebook, iCrossing and Yellow Pages Group, among others.

About the Local Search Association

Formerly the Yellow Pages Association, the Local Search Association (
www.localsearchassociation.org) is the largest trade organization of print, digital, mobile and social media that help local businesses get found and selected by ready-to-buy consumers. Association members include U.S. and international Yellow Pages companies, search engines, online listings and review sites, digital advertising agencies and mobile search providers. The Association has members in 29 countries.

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